Function documentationCustomer Access to Loyalty Programs

 

Companies use a range of loyalty programs as a tool to build relationships, and retain customers in commoditized markets with low switching costs. Nowadays, the Internet is a key element in building business relationships with customers. It is often the channel of choice for customers to perform transactions (such as book flights or hotels, search or buy products, and so on) and interact with companies. More specifically, the web provides an easy way for companies to advertise their loyalty program or programs and products, and for customers to register. After they have registered, members can access their membership account to check account status, make modifications, redeem points, and so on, at their leisure.

Call centers/interaction centers are also an important channel for customers who want to perform a range of activities from purchasing products, to creating or changing a membership, or redeeming points, and so on. To ensure customer satisfaction, call centers have access to the latest information and are integrated with other channels and systems.

Integration

Loyalty Management is integrated with the following SAP CRM channels:

  • CRM Web Channel

    Note Note

    Loyalty integration is only available for SAP E-Commerce with SAP CRM. In SAP E-Commerce with SAP ERP, loyalty integration is not supported.

    End of the note.

  • Interaction Center WebClient

    In the Interaction Center (IC), the business role Loyalty IC Agent (IC_LOY_AGENT) is available. Membership management is integrated into the IC, and the agent has access to all the membership management activities available within the WebClient UI. See the Membership Overview below.

A loyalty program is offered by a company and customers can access it through these channels.

Prerequisites

For configuration settings, see the Loyalty Management business scenario in SAP Solution Manager.

General

  • You have defined a loyalty program. For more information, see Loyalty Management.

  • You have defined basic settings, loyalty programs, and channel integration in Customizing for Customer Relationship Management under Start of the navigation path Loyalty Management - Design End of the navigation path.

  • You have maintained basic settings, memberships, point accounts, member activities, and processing settings in Customizing for Start of the navigation path Loyalty Management - Execution End of the navigation path.

  • If you want to use products in the loyalty scenario, in master data, assign category ID LM_REWARD_CATEGORY to the product. You have also maintained attributes such as points or miles for the set type REWARD_LOY_PRO in the product master data. Then, in the Point Information assignment block, maintain the loyalty scenarios and their respective values.

  • You have made settings for sales order integration in Customizing for Customer Relationship Management under Start of the navigation path Loyalty Management - Design Next navigation step Channel Integration Next navigation step Define Point Types for Sales Order Integration End of the navigation path.

Loyalty Management in Web Channel

For Loyalty Management in Web Channel, you have done the following:

  • Enabled loyalty management by selecting the relevant checkbox in the B2C shop administration. In addition, you have maintained the following:

    • Transaction types for earning points, buying points, and redeeming points

    • Loyalty program

    • Point types

  • Defined catalog area types in Customizing for Customer Relationship Management under Start of the navigation path Master Data Next navigation step Product Catalog Next navigation step Define Catalog Area Types End of the navigation path

    You need to define the following catalog area types:

    • LOBP: Area for Buy Points Catalog

    • LORC: Area for Reward Catalog

For more information, see SAP Note 1331970.

Features

Web Channel

In addition to standard Web Self Service functions, the customer can also perform the following loyalty activities:

  • Create a membership in a loyalty program

    Customers can create a new loyalty membership, which gives access to a new loyalty area under the Web Self-Service Area. Different scenarios exist, depending on the registration status of the customer. A new visitor can register and create a membership in one step, by entering his or her contact information and selecting the loyalty options. On the other hand, existing users need to log on before they create a membership.

After logging on and accessing the Web Self Service area (My Account), the member can do the following:

  • Register for loyalty campaigns

    The member can view and register for loyalty campaigns for which he or she is eligible.

  • View points transactions details

    The member can view his or her account transaction history online, in addition to other membership information, such as membership ID and total available balance. By default, the transactions for the past calendar month are displayed, but the member can change the time period to display more or fewer transactions, for example, to view transactions between January 1st and July 31st 2008.

  • Purchase products or services (shopping basket) from the online B2C catalog via the Web, and earn points

    By doing so, the member earns points that are credited to the member's point account within the membership of the loyalty program.

  • Buy extra points

    The member can access a catalog area and buy points to increase his or her available balance faster.

  • Redeem points for reward products

    The member can view an online reward catalog and select reward products from it. The member can use the Advanced Search to find reward products using a range of points or miles. The reward product goes into a shopping basket, and the amount of points redeemed for the reward product is deducted from the member's point account.

Interaction Center

In addition to standard IC functions, the customer can also perform the following loyalty activities that fall in the following IC areas available to a loyalty IC agent:

  • Account Identification

    A member calls the IC and gives his or her membership ID, so that the IC agent can identify his or her account. Conversely, using the member contact details, the IC agent can also find the relevant membership belonging to the member.

    • Create membership

      A customer calls the Interaction Center to create a membership. The IC agent confirms the account before creating the membership. The agent must enter the loyalty program and membership type to be created. Other information that can be provided during creation include the purpose of use (private, business, charity), nominator ID (person who referred the customer), and promotional code (a registration bonus campaign that can be offered to the customer for creating a membership). An integrity check runs to ensure that the data is complete. A plausibility check verifies that the loyalty program is active.

  • Membership Overview

    • Perform membership statement activities

      A member calls to obtain a copy of his or her membership statement. The IC agent accesses the member's account details and provides a hard copy (PDF format) or an electronic version (e-mail) as required. For more information, see Membership Statement.

    • Perform activities related to loyalty cards

      A member reports a lost or stolen card. The IC agent deactivates the card and can change its status to lost or stolen. The IC agent can initiate the workflow for creating a replacement card. For more information, see Membership Cards

    • Split or merge memberships

      A member requests that a membership is split or merged. The IC agent takes appropriate action. For more details, see Splitting and Merging of Memberships.

    • Assign member to group membership

      A member calls to add a family member or friend to his or her group membership. The IC agent takes appropriate action. For more information, see Membership.

    • Donate points

      A member can request that points be donated to another membership, for example, for charity purposes. The IC agent takes appropriate action. For more information, see Membership.

    • Transfer points

      A member requests transfer of points to another membership, for example, when leaving a company. The IC agent takes appropriate action. For more information, see Membership.

  • Membership Activity

    • View point account transactions summary

      A member calls with questions about his or her points transactions. The IC agent can sort and filter the point transactions summary table.

  • Loyalty Programs and Campaigns

    • Obtain information about loyalty programs

      A member calls the IC to obtain information about the loyalty program or programs available. The IC agent checks the loyalty program or programs available and answers the questions.

    • Register for loyalty campaign

      A member calls the IC to register for a campaign. The IC agent checks the campaigns for which the member is eligible and registers him or her.

  • Sales Order

    • Earn points for purchasing products

      A member calls the IC to purchase products. The IC agent creates a loyalty accrual order. A member activity is created and sent to loyalty, for evaluation by the rule engine and proper point accrual. Points are earned according to the value maintained in the product master and/or as per the current loyalty campaigns.

    • Buy extra points

      A member calls the IC to buy points. The IC agent creates a buy points order. A member activity is created and sent to loyalty, for evaluation by the rule engine and proper point accrual.

    • Redeem points for reward products

      A member calls the IC to redeem points for reward products. The IC agent creates a redemption order. The system checks that the member has sufficient points for the transaction, and a member activity is created and sent to loyalty, for evaluation by the rule engine and proper point deduction.

More Information

Member

Member Activities

Point Account

Membership